By Raphael Bemporad
Today’s consumers are distrustful of corporate claims and increasingly angry with the traditional business model. What’s a forward-looking brand to do? Look within to help bridge the divide.
It’s no secret that today’s brands face economic uncertainty and consumer skepticism at every turn, and that consumers are hungry for a new way of doing business that respects their intelligence as well as the world around them. From Davos to Rio, world leaders have identified trust and sustainable consumption as among the most important issues of our time.
All of which means every brand now faces a fork in the road. On one side: conventional tactics like price gouging and profit-only thinking—short-term solutions that are part of the larger problem. The other road is where brands like Project 7 choose to tread, by daring to defy traditional consumption models and wiring a sense of greater purpose into every business decision.
Based on thousands of conversations in BBMG’s online community, The Collective, and our recent experience creating a global engagement platform with Walmart, we believe employee engagement is one of the most effective tools for achieving long-term success and shared value.
The key, of course, is authenticity. Stick-on employee engagement programs can backfire as acutely as stick-on marketing. On the other hand, a recent Brighter Planet study found that “organizations with a method for employees to share ideas were more than six times as likely to have a very effective program.”
With an eye on authenticity and lasting impact, we’ve laid out five simple steps that can serve as a basic framework for successful employee engagement programs. Organizations looking to introduce green teams or other engagement programs should keep these five tenets in mind—and can learn a thing or two from organizations that got it right.